Challenge And Outcome

The aim of this project was to launch a personalised campaign addressing the aspects that make IT managers tick when deciding on their Internet provider and other technology services.

I identified the main behaviour drivers amongst this group of people, which led to a 70% success rate in reaching them out and an award winning campaign.

Approach

Immersing in the world of IT managers with a purpose

I approached this project from a behavioural perspective, trying to unveil the human needs driving the decisions of IT managers across different businesses. I worked closely with an integrated marketing agency to talk with the right profiles–i.e. IT managers-.

The agency profiled and segmented the potential customers quantitatively, and I completed the qualitative research and guided the strategy to inform the marketing execution.

I immersed myself in the world of IT managers in order to understand how they made decisions, but also how they worked, arranged information, dealt with service-providers, and how they saw their organisations' structure.

I journey mapped their decision-making process and identified how to best design for behaviour change at the moment of choosing their technology service provider.

I worked with the creative team on developing a direct marketing concept that was effective and at the same time delivered a compelling message which connected emotionally with the users.

Results

An award-winning direct marketing campaign that achieved a 70% success rate in reaching the right decision-makers.